KNBC-TV Consolidates Media at Horizon

LOS ANGELES KNBC-TV has consolidated its media account at Horizon Media, the shop said.

The independent media services company in Los Angeles has worked with KNBC on a project basis since 1998, primarily handling spot radio buys. The consolidation follows a review of KNBC roster media shops, including Horizon, Interpublic Group’s Initiative and independent Revolution Media, both in Los Angeles. KNBC is believed to handle creative in-house.

Billings were undisclosed. The NBC-owned and operated station in Burbank, Calif., spent nearly $7 million on ads in 2002 and $5 million through November 2003, according to Nielsen Monitor-Plus.

The decision to consolidate the account follows the August 2003 appointment of Ginger Zumaeta as vice president of advertising and promotion at KNBC. Previously, she held the same title at NBC’s WMAQ-TV in Chicago. “We were seeking a resource to handle all of our needs including planning, buying and promotions,” said Zumaeta, in a statement. “Expertise, resourcefulness and responsiveness are critical. Horizon delivered on all of these attributes.”

With the consolidation, Horizon adds media planning to its responsibilities, said Zach Rosenberg, executive vice president and general manager of the company’s Los Angeles office. The media mix has not yet been determined but could include radio, print, TV and out-of-home, he said.